Amazon Introduces New Feature Allowing Shoppers to Buy from Brand Websites
Amazon is testing a new feature that could change how people shop on its platform. The company is introducing a tool that allows customers to discover and purchase products even if Amazon itself does not sell them. Instead of restricting shoppers to its marketplace, Amazon will now redirect them to official brand websites where they can complete their purchases directly.
A New Way to Shop
The feature, called “Shop brand sites directly,” is currently in beta testing and available to a limited group of U.S. customers using the Amazon Shopping App on iOS and Android. If the test proves successful, Amazon is expected to expand access to a wider audience.
When a customer searches for a product, they will see listings from both Amazon’s marketplace and the brand’s own website. If they click on an item that Amazon does not sell, they will receive a popup notification before being redirected to the brand’s official website to complete their purchase. This approach allows shoppers to find more products without leaving the Amazon platform for their searches.
Why Amazon Is Making This Move
Amazon’s Vice President, Rajiv Mehta, explained that the company’s aim is to expand selection and make shopping more convenient. Many brands choose to sell products exclusively on their own websites rather than through Amazon’s marketplace. This change allows Amazon to act as a more inclusive shopping hub, even if the final purchase does not happen within its platform.
For brands, this feature offers the advantage of increased direct traffic to their websites, allowing them to maintain greater control over their pricing, customer relationships, and overall sales strategy. By linking their official websites to Amazon’s search results, brands can benefit from Amazon’s massive reach while avoiding the constraints of selling within the Amazon marketplace.
Will Amazon Take a Commission?
One major question surrounding this feature is whether Amazon will earn revenue from these redirected sales. So far, the company has not confirmed whether it will take a commission on purchases completed on brand websites. However, if the seller is part of Amazon’s Buy With Prime program, Prime members may still receive benefits like free shipping.
If Amazon does introduce a revenue-sharing model for these redirected purchases, it would create another lucrative income stream for the company, reinforcing its evolution beyond the traditional retail model.
What This Means for Online Shopping
This change holds significant implications for both consumers and businesses. For shoppers, it provides a seamless experience, eliminating the need to conduct separate searches when they cannot find a product on Amazon. Instead, relevant results from brand websites will now appear within Amazon’s platform.
For brands, this feature presents an opportunity to drive traffic to their own sites while still benefiting from the visibility Amazon offers. Businesses that prefer not to sell within the marketplace can still tap into Amazon’s vast audience without giving up control over their operations.
Amazon’s role in online shopping is evolving. The company is positioning itself not just as an e-commerce store but as a broader shopping search platform. By allowing customers to find and buy products outside of its marketplace, Amazon strengthens its presence in the online shopping ecosystem.
Future developments, including potential brand participation requirements and revenue-sharing details, remain unanswered. However, this feature signals a shift in Amazon’s approach, blending marketplace shopping with direct-to-consumer retail in a way that could reshape how shoppers and brands interact with the platform. If widely adopted, this change could redefine online shopping, positioning Amazon as a gateway to e-commerce rather than just a retail destination.
